The article discusses the need to increase access to hearing aid technology for senior citizens. In US, one of the age-related impairments is hearing loss, which affects more than 40% of people older than 60 years, more than 60% of those older than 70 years, and nearly 80% of people older than 80 years; this impairment negatively affects quality of life for older persons, however, assessment of hearing is rarely included in routine primary care evaluations and there is a dearth of insurance coverage for hearing loss. It is suggested that patients should be given more choice for hearing health care and innovation should enhance these options and reduce costs so as to promote greater adoption of hearing aids.